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The Browns are one of many NFL teams considering adopting a variable ticket pricing system. While variable and dynamic plans are commonplace in other sports, the Detroit Lions became the first NFL team to adopt one this week.
(Courtesy of the Cleveland Browns)

CLEVELAND, Ohio – The Browns have no immediate plan to follow the Detroit Lions in offering variable ticket pricing to their fans, a league source told cleveland.com.

On Monday, the Lions became the first NFL team to introduce a package that assigns three different ticket values – premium, non-premium and preseason. The Lions are slashing the price of preseason tickets by 70 percent, but overall season-ticket packages are increasing 8.2 percent from 2013.

Variable and dynamic ticket pricing has been a way of life for years in the NBA, NHL and Major League Baseball. Variable ticket plans are set before the season and place higher prices on the more desirable games. With dynamic ticket plans, prices fluctuate in real time the way they do with airlines and gas. Those prices are based on many factors – opponent, weather, winning streak, secondary markets, etc. Both plans encourage fans to buy tickets in the preseason.

The Browns are among the NFL teams considering a switch to variable ticket plans, the source said, but it won’t be next season as they focus on stadium renovations. Crain's Cleveland Business reported on Tuesday the Browns are unlikely to follow the Lions' lead.

The franchise is expected to release its season-ticket prices in the coming weeks. A year ago, it had the lowest average ticket price at $54.20, according to the Team Market Report.

The Indians use dynamic ticket pricing. It’s been blamed for contributing to the Tribe’s low attendance figures, even as ticket revenue rose in 2013.

The Browns are mulling the variable-ticket route taken by the Lions. The source said many NFL teams are considering it, and that teams struggling to sell out are more likely to adopt the plan.

Lost in another dismal 4-12 season is the fact the Browns increased their paid attendance and sold out every regular-season game except Jacksonville on Dec. 1.

The team’s average paid attendance (71,242) eclipsed the 70,000 mark for the first time since 2008. The Browns sold 97.3 percent of their ticket inventory – a 6.3 percent increase from the 2012 season – even though there were thousands of no-shows late in the season.

After abolishing the personal seat licenses, the Browns sold more new season subscriptions last year than any time since 1999. They also had a 95 percent season-ticket renewal rate. The team’s season-ticket base as of April 2013 was believed to be around 55,000.

As part of stadium renovation, the Browns are removing about 3,000 seats.

Will the continuing on-field struggles and another coaching change impact ticket sales? The Browns should have an answer by summer.

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